The Role of Endorsers, Framing, and Rewards on the Effectiveness of Dietary Supplement Advertisements

Abstract

This study examined the effects of endorsers, message framing, and rewards on consumers' responses toward dietary supplement advertisements in terms of ad liking and ad believability, attitude toward the advertisement, attitude toward the brand, and behavioral intention. The results of 2 × 2 × 2 factorial design show that viewers respond differently to different types of endorser, message framing, and rewards. Rewards have moderate influences on consumers' ad liking when combined with different framed messages and endorsers. Endorsers, message framing, and rewards are interrelated; it is notable that respondents express more ad liking when celebrity endorser, positive framing, and extrinsic reward are used in combination. The authors found that ad liking and ad believability have an effect on attitude toward the advertisement and the brand. In addition, the authors found that (a) attitude toward the advertisement has relations with attitude toward the brand and behavioral intention and (b) attitude toward the brand has a significant influence on behavioral intention. These results can also be useful for marketers with regard to developing and implementing their marketing activities to specific customer segment.

How can online store layout design and atmosphere influence consumer shopping intention on a website?

“…By eliminating ten exactly the same websites that the volunteers offered, 40 Online store layout online store websites were obtained, and these included travel agents, bookstores, sites selling articles for daily use, cosmetics stores, online clothing stores, and electronic products stores. Although Ahmed et al (2002) claimed that using a fictitious brand name can reduce the prior brand effect on the results of the experiment, using a fictitious brand name might limit the applicability of the results to other brands (Wu et al, 2012). This study thus decided to use genuine brand names of the websites to yield more generally applicable results.…”

The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement

“…Thus, indirect relationship between celebrity endorsement and potential behaviours within the marketplace is present through favourable advertising effect. Demonstrated by Wu, Linn, Fu & Sukoco (2012), direct influential relationship is significant between perceived advertisement credibility and attitude toward advertisement, and attitude toward advertisement and intention for purchase. Further studies supports that purchase intention can be affected through effective advertising (Sallam & Wahid, 2012).…”

“…Indirect relationship between celebrity credibility and behavioural intention is constructed in this study, through attitude formed. Goldsmith et al (2000), as well as Lafferty & Goldsmith (1999) have also emphasized the sequential relationship under the influence of attitude toward advertisement within celebrity endorsement (celebrity credibility → attitude toward advertisement → purchase intention).In absent of direct relationship between celebrity credibility and purchase intention, Schouten (2008), Chaiken (1979) and Wu et al (2012) have proposed positive attitude toward advertisement with high credibility of endorsers and advertisements. Choi & Rifon (2012) further justified the causal relationship of attitude toward advertisement on purchase intention.…”

The effectiveness of celebrity endorsements: a meta-analysis

“…[…] As of yet, all of these represent untapped discoveries^(p. 216). The same applies to the effectiveness of celebrity endorsements in any kind of health or health-related communication as well as environmental communication (Boyland et al 2013;*Myrick and Evans 2014;*Wu et al 2012). …”